ISBN 9788175545854,Brand Rejuvenstion:How To Protect,Tsrengthen

Brand Rejuvenstion:How To Protect,Tsrengthen


Kogan Page Limited

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ISBN 9788175545854
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ISBN 9788175545854

Kogan Page Limited

Publication Year 2012

ISBN 9788175545854

ISBN-10 8175545852


Number of Pages 266 Pages
Language (English)


The potential power of a brand is phenomenal, yet at some point in their lives, all brands begin to look old or lose their potency. Some are usurped by younger brands more in tune with the zeitgeist; others just grow tired or wear themselves out; still others lose direction and become separated from their target audience.

In this book, Jean-Marc Lehu examines the challenges faced by existing brands trying to avoid brand stagnation and explains how they can be re-energized and re-focused to regain power in the marketplace. First, he describes a three-stage process for addressing the problem of ageing:

Recognize that the ageing process has begun;
Audit the brand to ensure that there is sufficient capital remaining to make the rejuvenation effort worthwhile;
Form a strategy to achieve success.